THE TASTE OF ITALIAN SUMMERTIME
We partnered with Peroni Nastro Azzurro to create, design and launch a completely new product - the first in a pipeline of exciting innovations that will offer more ways and more occasions to enjoy the uplifting taste and effortless style of Peroni Nastro Azzurro.
The brief was to premiumise an under-served ‘easy-drinking’ lager category currently dominated by two global brands – one Dutch, one Mexican – by delivering Peroni Nastro Azzurro’s take on what a refreshing lager should be.
Armed with insights into the category and consumer we helped to develop the entire concept, from a global innovation workshop that produced the initial idea through to liquid profile, naming, packaging and brand visual identity.
A key insight was that refreshment is a feeling, not just a taste experience. So visually every decision has been designed to transport you to summertime on the island of Capri, with all the refreshing sensations that brings.
The azure blue is inspired by Capri’s electric blue waters and the vibrant mosaic tiles seen all over the island, while the graphic language is drawn from the iconic striped umbrellas that line the beaches.
Sunkissed golden metallics are used for premium touches and the new ingredient claim – Mediterranean style lager with a hint of lemon. And in keeping with the category Peroni Nastro Azzurro moves away from classic green glass into a clear flint bottle, to show off the light golden liquid and cue the refreshing taste.
The product is always shown in the sunshine, with long shadows and rays travelling lazily through the liquid to evoke the relaxing warmth of summer on the Italian coast, while the editorial photography style is inspired by the worlds of fragrance and fashion.
From first look to first taste, Stile Capri bottles the uplifting refreshment of an Italian summer, in true Peroni Nastro Azzurro style.